Understanding green consumer behavior in e-commerce: a bibliometric and thematic evolution study (2000–2025)

The rapid growth of e-commerce provides unprecedented convenience but also generates environmental costs, including carbon emissions, plastic packaging, and reverse logistics waste. Understanding green consumer behavior (GCB) in digital contexts is therefore essential. Previous reviews have often been fragmented and too broad. This study addresses these gaps through a dual-methodology approach combining bibliometric and systematic reviews to map the intellectual structure and evolution of the field. Based on 216 Scopus papers from 2000 to 2025, science-mapping techniques, including bibliographic coupling and co-word analysis, were applied. The field is young (average age 2.23 years) with rapid growth (18.72% annually). Seven research clusters were identified, including foundational theories like the sharing economy and self-determination theory, and emerging clusters such as behavioral interventions and nudging. Thematic evolution reveals a shift from operational concerns like reverse logistics to contemporary topics such as the circular economy, social media, and gamification. The field is moving from examining behavioral intentions, exemplified by TPB, toward proactive behavioral design via digital interventions. Critical research gaps include the digital paradox and governance gap, offering implications for managerial practice and public policy.